Enable the right person to respond appropriately or lead discussions in social channels. But as I look at the vendor landscape it is apples and oranges. Vendors are solving several different problems. Here is my take on the ten ways that content curation is used in marketing. Demonstrate thought leadership. Here marketers use curation to become the “go to site for information on an issue important to their customers. They lead the conversation by incorporating their own original content and reflecting their point of view while also including important pieces by competitors.

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MARKETING TO BUSINESS EXECUTIVES BLOG

APRIL 11, 2011

[Personalization] Segmentation key to content marketing

How do you talk to that person? Gary Angel recently wrote a great post on Segmentation for Digital Analytics Done Right. He points out that to properly understand a visitor’s web behavior you must understand who they are and what they are trying to do. Are they customers or prospects? If customers are they going to the site because they have a support problem or want to buy something more? Only after you know the who and the why can a change in a metric, such as visitors, be properly interpreted. What do you want the visitor to do next? What content do you provide?

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DECEMBER 9, 2011
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MARKETING TO BUSINESS EXECUTIVES BLOG[Personalization] Finding the Information You Need Quickly, Reliably and Cost-Effectively

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MARKETING TO BUSINESS EXECUTIVES BLOG[Personalization] Number One in Social Business

He pointed out that insights need to be shared widely so that the right person — the one who can take action — sees the information in a close to real-time process he described as discover, filter, action and evaluate. At Enterprise 2.0 this week in Boston, I found a few inspiring moments amid all the activity. I particularly liked the opening keynote presentations by John Hagel from Deloitte on the first day and Lee Bryant of Headshift on the second day. Hagel described a simple metrics-based path to finding the right problem to address. Start with business metrics (e.g.,

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MARKETING TO BUSINESS EXECUTIVES BLOG

DECEMBER 9, 2011

[Personalization] Finding the Information You Need Quickly, Reliably and Cost-Effectively

User behavior approach: personalization. Someone raised the question on Quora a month ago: Would most users rather have content delivered to them based on interests or by their social connections? Then Arnold Waldstein started a Conversational Rant a few days ago on his blog, pointing out that he would like to “parse my world by conversations, by topic, by trusted connections daily.” ” Then Romain Goday of Darwin Ecosystem laid out five different approaches to content curation : Expert approach: curators. Crowd approach: popularity. Patterns approach: emergence.

Eqentia provides tools, included faceted search and creation of personal content streams, that enable information consumers to browse and drill down into the curated content. Eqentia has recently extended its enterprise product line to include free offerings for personal use. Eqentia doesn’t make that assumption perhaps because it was built for business professionals. Eqentia

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MARKETING TO BUSINESS EXECUTIVES BLOG

APRIL 7, 2011

[Personalization] Need a quick news fix in a speciality area?

You can even create your personal news stream and selectively subscribe to updates. . If you haven’t taken a look recently at Eqentia’s portal with its 12 channels for business, 17 for technology, 4 for social media and many more, it’s worth a browse. Eqentia Eqentia curates news into all these channels and most of them are available to the public for free. Now they have upgraded the user interface and it looks terrific. There’s also more to Eqentia than the free stuff. You can use their technology to curate the topics that interest you.

Some are suited for personal use. Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Lead management , Marketing technology , Social media management , Thought leadership > Sorting through content curation options Sorting through content curation options 01/13/2011 Marketing to Business Executives Leave a comment Go to comments Let’s say you are serious about establishing a thought leadership position in an area of keen concern to your customers. Others are suited (or priced) for business use.
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The nuances come in being able to route social media content internally so the right person can comment or in enabling information consumers to personalize their browsing experience…and using that data to engage them better. And new (e.g., HiveFire , CIThread ) or re-branded (e.g., Aggregage ) vendors are coming on the market with B2B as their primary focus. What will it take to succeed? The B2B marketer, like, publishers, need search and filtering that yields a quality collection of items (blog posts, articles, tweets) from which the curator can work efficiently.
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